CREATIVE DIRECTOR + COPYWRITER
TOURING USA
Brand USA and VICE bring six bands from
six countries to the American regions that inspire
their music for an epic grassroots tour
1. SUBMISSIONS
& CASTING
VICE sends a call for submissions far and wide, assembling a pool of musicians and bands across all genres, from each market.
2. ARRIVING
IN THE US
Each tour route is scheduled for the musicians based on the region in America that has inspired their music.
3. TOURING
& FILMING
Equipped with a lo-fi camcorder for intimate moments, and a small film crew, we capture the impactful moments of a foreign band experiencing the cities that made their music what it is.
4. CREATING
A VISUAL ALBUM
Throughout the tour, short tour diary videos will keep audiences back home in touch with the band’s travels and songs on social media. The final product will be a beautiful visual album.
Closing The Loop: Inspiring Fans Back Home
A. VIDEOS END WITH GRAPHIC CARD SPEAKING DIRECTLY TO FANS WATCHING BACK HOME
B. CONTENT IS FILMED IN TARGET MARKET’S LANGUAGE WITH GUIDES FOR OTHERS TO TAKE THE TRIP
C. MUSICIANS ARE A KEY DISTRIBUTOR
Fans Comment On Where To Go
We engage with local fans by leveraging their social channels to speak directly with fans back home and get their tips on places to visit / eat / drink / play music / listen to music. Fans will sound off in the comments!
Interactive Digital Experience
TOURING USA
The program that we developed with VICE, Touring USA is based around bringing six bands from six different countries for an inaugural visit to America to experience the music scenes, culture, and artists that inspired them first hand. Every aspect of their stateside adventures will be intimately captured via handheld cameras and shared out through VICE’s global media network as well as social media. International audience participation will be key to every aspect of the program, from artist selection to programming of their itinerary. Each artist experience will culminate in a beautifully crafted video tour diary and live performance in an iconic US location.
Some of the local music scenes that we are looking to capture included: Southern rock & country, Pacific Northwest grunge, New Orleans R&B, San Diego Alt Punk, Chicago rap and Harlem witch hop.